Ko, Eunju; Kim, Eunyoung; Taylor, Charles R.; Hoon Kim, … - In: International Marketing Review 24 (2007) 5, pp. 629-651
differently to advertising messages. Design/methodology/approach – A survey was administered to Korean, European, and US female … consumers. Cluster analysis is used in an attempt to identify lifestyle segments that cut across cultures. Findings – Four cross …‐national segmentation have been studies. The study provides insight on building global brand equity and suggests standardized advertising is …